Demand for video is sky high

Monday, September 12, 2011

12 September 2011, Australia: A record 23 million video streams were viewed by ninemsn’s video-hungry audience in August. This is the highest ever number of videos streamed across the site, eclipsing ninemsn’s previous record month – March, following the natural disasters in Japan.

The record video figures across ninemsn demonstrate the increasing demand from consumers for high quality video. In August, 420,000 hours of video content were viewed across the ninemsn network. News footage drove the majority of video traffic, with the following stories among the most popular video topics in August:

Hurricane Irene

The London riots

Miranda Kerr’s return to the catwalk

Kim Kardashian’s wedding

The Block: Finale

ninemsn also recorded a huge jump in long-form video led by Nine’s TV successes. Video streams for The Block doubled to 1.5 million in 2011, and Underbelly Razor is smashing all previous traffic and online viewership figures for any Underbelly website.

Full length views of the first Underbelly Razor episode topped 150,000 in just three days, and the first four episodes have seen more than 338,000 fans flock online to enrich their viewing experience with additional video content including sneak peeks of upcoming episodes, behind-the-scenes vignettes and historical documentaries.

Andrew Hunter, Head of Network, ninemsn said, “ninemsn is leading the way in video in Australia. At the start of the month we unveiled our re-engineered homepage, which promotes more video, and at the end of the month we recorded our highest ever video result.

While the new site has contributed to the excellent result, the great footage from the Nine News TV operation and Nine’s big-ticket shows like The Block and Underbelly have been the real drawcards.”